Tractor Beverage Company Makes Retail Debut with Haymaker at Sprouts
HOSPITALITY
Tractor Beverage Company makes retail debut with Haymaker, exclusively at Sprouts Farmers Market.
For years, Tractor Beverage Company has quietly revolutionized the foodservice industry, becoming the first and only brand to serve USDA certified organic beverages at scale in major chains like Chipotle. Now, the farmer-founded, employee-owned brand is ready to take its "business as unusual" model directly to consumers with its first-ever retail product: Haymaker.
Starting in January 2026, Haymaker, a USDA certified organic, apple cider vinegar-based sparkling tonic, will launch exclusively nationwide at Sprouts Farmers Market. This partnership marks a significant milestone for Tractor, extending the momentum of one of foodservice’s fastest-growing brands into the grocery aisle.
A Modern Take on a Farmer’s Tonic
Haymaker is inspired by a centuries-old farmer's drink traditionally made with apple cider vinegar, ginger, and citrus, a tonic created to refresh and sustain long days working in the fields. Tractor’s modern interpretation brings that heritage forward with a focus on functional wellness and bold flavor.
Each serving of Haymaker is made with a full tablespoon of apple cider vinegar, yet contains only five grams of sugar, appealing directly to today’s health-conscious, low-sugar consumers. The line debuts in four bright, bold flavors: Apricot Peach, Citrus Ginger, Dragon Berry, and Passion Mango.
Kevin Sherman, Chief Executive Officer of Tractor Beverage Company, explained the strategic decision to enter retail: “Retail wasn't something we had our sights set on or rushed into. We knew this move would only make sense if we could do it in a way that stayed true to our heritage and soil-and-soul ethos. Haymaker is the perfect expression of that.”
Grounded in Shared Values
Tractor’s success is rooted in its commitment to the organic food system, prioritizing farmer relationships and soil health. Having reached profitability this year, the company’s “foodservice-first” model has already fueled steady expansion across more than 10,000 locations, including colleges, hospitals, and major entertainment venues. The retail move clears the way for a direct-to-consumer, "cans-in-hands" model.
The exclusive launch partner, Sprouts Farmers Market, was a natural fit, long recognized for its leadership in natural and better-for-you offerings.
Kim Coffin, Sprouts Farmers Market’s Chief Forager, celebrated the addition: “At Sprouts, we're passionate about offering delicious, differentiated products that help our customers live and eat better, and Tractor captures exactly that. Tractor's bold, sparkling tonic is not only organic and non-GMO, it's also delightfully refreshing.”
Through initiatives like the Organic Impact Tracker and the Farmhand Foundation, Tractor continues to invest directly in the ecosystem that sustains its products, ensuring better beverages start with better agriculture. Haymaker brings that mission-driven vision and uncompromising organic quality to grocery shelves, offering consumers a refreshing choice built on real values.